Mercedes-Benz has always been traditional in their communications. Here, the executions were more surprising and fun. Contrary to category norms, the focus wasn’t on the car.Our film (TV and online) features a boy trying to manoeuvre his pedal-car against a Mercedes-Benz Star. In print, readers read about a “real” crop-circle shaped like a Mercedes-Benz Star. Online users navigated the website through the Star. In every channel consumers were surprised by such unusual executions from Mercedes-Benz.

TV and other media publicity about the crop-circle generated over $250,000 in PR value. 80,000 visited the website and 2,500 entered the competition. Brand awareness overtook our nearest rival by 20%, preference rose by 24%. Sales increased 6% against targets, while the luxury car market dropped 8%. Dad’s car was reinvented.